Presentation on theme: "Customer Service in Advising"— Presentation transcript:
1 Customer Service in Advising Nourishing the Flowers & the WeedsBrian Henry – Academic Advisor Muir College UCSDKarla Kastner – Academic Advisor Muir College UCSD
2 Ice Breaker – Discussing our Unique Experiences Think of a time when you experienced excellent customer service. . .what did that experience look like? How did it make you feel? Why was it special or meaningful?Think of a time when you experienced the worst customer service. . . what did that experience look like? How did you feel afterward? What made it a negative moment?
3 Why is this important?Student expectations shaped by consumer driven society.Entitlement when see tuition as paying for services/education.As advisors we can employ customer service best practices to shape our interactions with our students and create more quality outcomes for both students and advisors.
4 What we’ll be talking about. . . Different ModelsDisney-Welcoming and Setting the StageNordstrom-Personalized Service and InnovationHealthcare-Service Recovery and EvaluationImplications for Advising
5 Disney: the whole experience, start to finish “We keep moving forward , opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths.” – Walt Disney
6 Hallmarks of the Disney Model Greeting & welcomingSetting the stage – cast members in a showTake advantage of every opportunity – magical express.“What time is the 3pm parade?”: never make guests feel like a question is silly.We mentality: we all take responsibilityIt’s about the whole experience
7 Implications for Advising Creating a showGroup advising series marketed specifically to incoming freshman.Welcoming guests & answering questionsFrustration about decentralized campus: by holding hand a little bit and explaining why we’re referring out can feel more personal and less like being turned away.In-between opportunitiesPassive programming: use the waiting area, website, Facebook.
8 Nordstrom: the gold standard “Nordstrom Rule #1: Use your good judgment in all situations. There will be no additional rules.” – Nordstrom Employee Handbook.
9 Hallmarks of the Nordstrom Model Use your good judgmentFollow-through: make them come back!InnovationCreativityInitiativeEstablish rapport with the customerGoal setting essential to company culture
10 Implications for Advising InitiativeGive student all information relating to a question including what they aren’t asking.Avoids “you never told me.”Follow-throughAdvising students on academic probation: ask them to follow-up before week 4 & 9 deadlines. Always surprised that we want to see them more than once—translation: I care.Creativity/InnovationShare best practice ideas & trends with coworkers to meet changing demands.
11 Health Care: what to do when something goes wrong “The way an organization seeks complaints and service failures sends a loud message about what it truly believes in.”
12 Hallmarks of the Health Care Model Service RecoveryThe Six A’s“Poka-yokes”Employee-Driven StrategiesEvaluation and Systematic Change
13 Implications for Advising FeedbackCreate opportunities for feedback during and after meeting with students.Take ResponsibilityProactively “mistake-proof” your department and anticipate problems.Model responsibility for our students and be accountable for mistakes.Change and ImproveOnce mistakes are identified, use them an opportunity. Work not only with your department, but the larger university as well.
14 Summing it Up – What do we want our advising to look like? Using these customer service techniques can be the antidote to the entitled student & empower the advisor.Creating an experience leading to trust promotes student “buy in” and allows us to advance our advising goals.Create Loyalty and IdentityWhy as a form of actionBarriers: too much time/workWe all feels pressures of stress (high volume of students/not enough resources), but in the end we are professionals who are passionate about education and maybe by working within the frame work of student expectation we can create the change we want to see.As advisors, we are the public faces of our universities and have the power to help students understand how to utilize our services & shape expectations of what advising is.
15 ReferencesBell, Steven J. "Antidote for Entitled 'Customers' | Inside Higher Ed." Antidote for Entitled 'Customers' | Inside Higher Ed. 29 July Web. 31 May <http://www.insidehighered.com/views/2011/07/29/bell_essay_on _changing_ clasroom_experience_to_meet_student_demands>. Clark, Paul Alexander, and Mary P. Malone. Making It Right:Healthcare Service Recovery Tools, Techniques, and Best Practices. Marblehead, MA: HCPro, Print. Elizard, Brian J. "6 Things Disney Can Teach Us About Academic Advising." Elizardi Dot Com. Web. 30 May <http://elizardi.com/blog/2011/01/24/6-things-disney-can-teach- us-about-academic-advising/>.
16 ReferencesFottler, Myron D., Robert C. Ford, and Cherrill P. Heaton. "Fixing Healthcare Service Failures." Achieving Service Excellence: Strategies for Healthcare. Chicago: Health Administration, Print. Payne, Kirby J. "What Time Is the 3PM Parade? (Should Your Hotel Have a Some Mickey Mouse(r) in It?) / Kirby D. Payne, CHA." What Time Is the 3PM Parade? (Should Your Hotel Have a Some Mickey Mouse(r) in It?) / Kirby D. Payne, CHA.Web. 31 May <http://www.hotel online.com/Trends/Payne/Articles/WhatTimeParade.html>. Spector, Robert, and Patrick D. McCarthy. The Nordstrom Way: The inside Story of America's # 1 Customer Service Company. New York: Wiley, Print.
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